Pliny the Hype Machine

I got my first chance to try Pliny the Younger, a triple IPA that is coveted among beer geeks. It is released seasonally in limited quantities on draft only, and because of the small quantity, getting a taste of this beer can be an adventure. Lines form hours before the pubs even open.

I got the chance to experience part of the madness. UC Irvine’s Anthill Pub announced their tapping of Pliny the Younger for 7:00 PM. I showed up forty five minutes before this and got one of the last few tickets, 100+ people down the chain.

This is a great beer, very floral and so complex. Even after taking a sip it feels like the beer is still sitting on your tongue, even a minute after your last sip. For such a big beer, it’s pretty damn smooth too.

While I would gladly buy a pint of this given the chance, for me to be willing to lose an hour or two of my life, the beer has to be both great and special. Pliny the Younger is definitely great, but I feel like there are so many great beers that are maybe a notch under this one that don’t require me to wait in line to drink. Getting a good beer shouldn’t be something to worry about.

While Russian River will tell you it’s time consuming and difficult to brew this beer, they could produce more of the beer. The lines prove they can sell more beer if they produced it, but it probably has more value in being made a rare commodity. I’m sure I’m not alone when I say I’ve looked up other Russian River brews because I heard they produce a legendary beer in Pliny the Younger, and I was curious what else they brew. It’s their own mass marketing machine.

Fortunately for me, I get to have another pint of Pliny the Younger this season without having to wait in line. I won a pint through Beachwood BBQ’s raffle!

I felt exactly like you last year about Russian River and the Pliny the Younger hype until I read an article with Vinny the owner/brewer at RR. He didn’t create the PTY hype the public did. And they are just doing their best to meet the demand without selling out and becoming a mass production brewery. Vinny does not want to expand. He is happy where he is at even though they have been offered millions to be acquired or invested in. PTY was popular amongst people in the know for years but the mass hysteria now is due to Beer Advocate rating it #1 and all the media writing about it just because it was rated #1. When RR produces PTY they essentially have to shut down their entire production of other beers which we all love year round Pliny the Elder, Blind Pig, Damnation, Santicfication, etc. He could expand and get more fermenters so that PTY is available year round or in more supply but he doesn’t want to. I actually respect that he doesn’t want to be the next Dogfish Head and sellout.

Me

Hello, there. My name is Matt, but on this website I just refer to myself as m@. I love all things Star Wars, food, beer, and music, especially The Beatles. I'm one who likes to be noticed and will sometimes say or do inappropriate things to get your attention. I'm perfectly complimented by my online and real life partner Michelle.